doi: 10.18178/ijimt.2022.13.4.929
Literature Review of New Media Marketing
Jiahua Chen
- school of tourism management, South China Normal University, Guangzhou, Guangdong, China.
Abstract
This is a literature review on new mediamarketing. In the context of the new era, the rapid developmentand widespread use of Internet technology promotes thevigorous development of the new media industry. New mediamarketing arises at the historic moment. It not only graduallydevelops into an important aspect of marketing, but alsobecomes an important means of commercial promotion in thefuture. This paper summarizes and sorts out the current keyliterature on new media marketing, and summarizes thecharacteristics, advantages, disadvantages and strategies of newmedia marketing. The following findings are found in the study:the existing literature on new media marketing is small, theresearch focus is on new media marketing strategies, and thereare limitations in research methods, fields and conclusions. Thispaper hopes to provide convenience and help for scholarsstudying new media marketing in the future through thisreview.
Keywords
- Advantages and disadvantages of new mediamarketing
- marketing strategy
- marketing characteristics
- newmedia marketing
How to Cite
Jiahua Chen, "Literature Review of New Media Marketing," International Journal of Innovation, Management and Technology, vol. 13, no. 4, pp. 99-104, 2022. https://doi.org/10.18178/ijimt.2022.13.4.929
Copyright & License
Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).